[Guest]

Print this page...

Successful Multi-Play Market Strategies

Convergence in telecommunications markets has been one of the key themes of the 21st Century. Most MNOs have been impelled to follow some kind of multi-play strategy.

• Some are currently providing dual-play propositions.
• Others have chosen to provide quad-play products including mobile, home line, TV and broadband.

This report examines the offerings of the major operators in the key markets, the products they are delivering and which are likely to be the winners and losers in the fight for the customer. The report concludes with a range of concrete recommendations that MNOs and MVNOs need to consider as they develop their own competitive response to the evolving convergent marketplace.

Price: EUR 2,500.00 / GBP 2,000.00

if you would like learn more about this report, or our other work in this topic area and how to subscribe, please contact us

Table of Contents


1
OVERVIEW
1
2
INTRODUCTION
2
2.1
Background to the Report
2
2.2
Report Content
3
2.3
Currency
3
3
MULTI-PLAY DRIVERS
4
3.1
Demise of Pure-play
4
3.2
Growth of Broadband
4
3.3
Naked DSL versus LLU
6
3.4
Network Convergence
8
3.4.1
IPTV Offerings
8
3.5
Device Convergence
12
3.5.1
Home-Zones
12
3.5.2
BT Total Broadband Anywhere
14
3.5.3
Orange Unik
15
3.5.4
Neuf Cegetel TWIN Content Delivery
16
3.6
Supply Convergence (consolidation of operators, bundling, billing)
17
3.6.1
Acquisition
17
3.6.2
Operational Consolidation
17
4
CONVERGENT MARKET OFFERS
19
4.1
Dual, Triple or Quad?
19
4.2
Bundled Offers
20
4.3
Prepay Multi-play
22
4.4
Mobile Broadband Offers
25
4.5
Using TV Services to Drive Growth
26
4.6
Combating Substitution
27
5
THE ECONOMICS OF MULTI-PLAY
29
5.1
Revenue Preservation
29
5.2
ARPU Increases
30
5.3
Brand Strength
31
6
KEY FINDINGS
32
6.1
Drivers
32
6.2
Operator Strategies
32
7
RECOMMENDATIONS
34